Page 24 - Banking Finance August 2019

COVER STORY

CUSTOMER SERVICE

IS THE GREATEST

ACQUISITION

STRATEGY IN ANY

FINANCIAL SERVICES

S atisfaction of the customer's needs is the pre- Essence of Good Service

requisite for the existence of the bank. The essence
Good service is giving people a little more than what
Y
of marketing is about understanding, creating and
retaining customers. Each individual working in the
bank should be a marketing person, contributing to Y they expect.
Excellent service is enjoying giving people more than
the total satisfaction of the customer. Thus, the first pillar they expect.
of marketing in banks is its CUSTOMER FOCUS.
Y Excellent service is a win-win experience.
A BUSINESS IS NOT WORTH ITS NAME IF IT FAILS TO Y These feelings do not emanate through thorough
ATTRACT AND RETAIN ENOUGH CUSTOMERS - analysis but through brief encounters with all the
NOTWITHSTANDING HOW EFFICIENTLY IT IS CONDUCTED. elements of service.
The bank with convenient retail outlets, branch network and Y Moments of truth generate an experience whether the
most efficient services will be the ultimate winner in the service is excellent or otherwise.
growing competitive financial market.
Y Banking business will contain thousands of moments of
About the author truth between you and your customer.
Y Moments of truth can be considered as managed well
Paritosh Kumar if the customer walks away with enriched feeling and
Senior Manager (Faculty) delighted by experience.
Union Bank of India
Staff Training Centre, Kolkata Y Excellent service is very much a win/win/win/win
situation.

24 | 2019 | AUGUST | BANKING FINANCE